A conversation with Andrew Nimmo (see bio), President of Physicians Office Resource (POR), and Ryan Slipakoff (see bio), Vice President at PharmaCONNECT, about PharmaCONNECT™, which creates a real time, on-demand relationship between physicians and pharma representatives.
This show and ALL Pharma Marketing Talk shows are available as podcasts via PMT on iTunes (FREE!).
Today's physicians are seeing more patients, due to shrinking reimbursement rates. They have less time to meet with pharmaceutical representatives and learn about products and therefore turn increasingly to the Internet for information. Driven by these access issues and shrinking sales forces, brands are looking for ways to utilize non-personal and digital promotion more effectively to impact prescribing behavior. Many digital media offerings attempt to build brand awareness by repeated exposures, or impressions, but these impressions have little measurable impact on prescriptions, frustrating pharmaceutical marketers seeking ROI.
PharmaCONNECT knows that active engagement -- not mere impressions -- are the key to behavior change. In fact, PharmaCONNECT gives impressions to pharmaceutical brands for free, only charging for successful, active engagements that they deliver for a brand. Active engagements are the types of interactions that can truly impact prescription decisions, such as a doctor scheduling a rep visit through the POR site, getting eDetailed, click to chat with a rep, or a variety of other engagement options. PharmaCONNECT creates a real time, on-demand relationship between physicians and pharma.
Tell me about Physician's Office Resource and how you got started?
How does your legacy in helping market med devices translate to pharma?
What exactly does PharmaConnect offer pharmaceutical brand owners? Why is it different than what's out there?
How many doctors visit the site and who are they?
What's the free desktop reference tool you recently launched?
What's coming next?
What pharmas are you currently working with and what kind of programs are they doing?
Andrew Nimmo left the professional golf tour to pursue a career in advertising and started his career with a publication called, "Doctors Mart." He quickly became the top salesman and in 1987 he left the company to start The Market Place Group, Inc. (MPG) and published Physicians Market Place (PMP). In 2007 Andy made the strategic decision to rebrand PMP and began publishing Physicians Office Resource -- a monthly, high quality, digest -- while simultaneously launching the website: www.physiciansofficeresource.com . Integrating both print and web with a marketing push/pull strategy he was able to dramatically improve advertising results and reach. With the subsequent website traffic growth and demand from the physicians' end user he upgraded the website in 2011 to 2.0 look and feel and introduced PharmaCONNECT -- a channel that allows physician to engage Pharmaceutical companies on demand and in real-time. Andy is an innovator and recognized leader in the health care space.
Ryan Slipakoff is the Vice President of PharmaCONNECT at Physicians Office Resource. He oversees the Pharmaceutical Marketing Division of the company, including sales and marketing strategy and tactics, building and leading a business development and account services team, and overseeing the strategic and platform development of PharmaCONNECT.
Ryan has extensive experience in Digital Pharmaceutical Marketing and has helped to lead other companies in similar capacities, working from the ground up to develop a technology/marketing platform, create viable go to market strategies, building and leading sales and development teams, and executing for success.